BS (Social Sciences & Liberal Arts)

Faculty / School

School of Economics and Social Sciences (SESS)


Department of Social Sciences & Liberal Arts

Date of Award

Spring 2021

Date of Submission



Rahma Muhammad Mian, Lecturer, Department of Social Sciences

Project Type

SSLA Culminating Experience

Access Type

Restricted Access


Smartphone users are growing at an exponential rate and social media has thus become an essential part of our everyday lives. Companies are utilizing social media to target their potential customers. Social media is a strong marketing tool and combined with word of mouth is what converts a potential buyer to a loyal customer. Companies partner with Social Media Influencers to promote their products, improve their reach and increase their sales. The project explores the impact of Instagram influencers on youth purchasing in Pakistan. My research is divided into three parts. The first section discusses social media marketing in general, the second section provides insight on Pakistani Instagram influencers and the last section examines youth culture in Pakistan. I have employed three methodological approaches to answer my research problem. I applied content analysis and visual analysis to analyze a range of Pakistani Instagram influencers. Furthermore, I have conducted a survey to demonstrate consumption patterns in Pakistani youth. The project serves as original research based on young people in Pakistan. It observes if there is a connection between influencers and their followers. It paves the way for marketers to understand personal branding and the unconscious buying decisions of youth.



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